[Extract] The need to examine health care issues have been continually emphasized in consumer research due to its signicant consumer welfare and public policy implications (Menon et al., 2006). Recent research on health care in the BOP context have focused on the legitimacy and sustainability of health care practices (Agarwal et al., 2017; Bucher et al., 2016), but there has been scant research addressing the healthcare-seeking behavior of BOP consumers. Our research aims to extend this body of work by examining 1) how financial deprivation levels lead BOP consumers to focus on different aspects of health care, which subsequently infuence their preferences toward different healthcare campaigns and 2) the mediational role of self-esteem
